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Packaging Design: A Brief Perspective
Food packaging impacts on our lives more than any other sector of design, with the possible exception of advertising. We have come to rely on the package to impart information about the product, and to aid us in decision-making when confronted with an increasing array of niche-targeted products.
Packaging Design: A Brief Perspective
Case study # 1: Mr. Lee Foods
Packaging Design: A Brief Perspective
Rieber & Son, a Norwegian food producer approached London- and Amsterdam-based design consultancy Design Bridge with a curious problem. For several years they had distributed and marketed a noodle-based snack food under the brand name 'Mr Lee'. The brand's founder, Chul Ho Lee (aka Mr Lee), had arrived in Norway as a penniless 17-year-old orphan of the Korean Civil War. He says that he 'could make noodles and polish shoes'. Fortunately for the people of Norway, there was no demand for shoe polishers in Oslo, so Mr Lee started making noodles. This was the inauspicious start of a now legendary brand.
Packaging Design: A Brief Perspective
0.1 original packaging
The original packaging uses photographic imagery, depicting both the product and its founder. Although the redesign brief was simply to replace the existing photograph with an illustration or a graphic device, it was decided to address the overall package styling. Reproduction of food photography is sensitive to colour balances and can make food look unappetizing. This was identified as a specific problem inherent in the original packaging, and it was thought that any improvement could only be achieved through a complete redesign.
Packaging Design: A Brief Perspective
0.2 elements
Early in the development process, research was undertaken to establish which of Mr Lee's characteristics were the active signifiers of his personality that consumers warm to. Once isolated, these would form the basis of the final caricature.
Packaging Design: A Brief Perspective
0.2 elements
Retaining the presence of Mr Lee was of paramount importance, as his popularity instills integrity in the product, despite the decision to abandon the photograph route. Alternative design options would protect the brand from any potential future adverse publicity and facilitate brand development by extricating it from a reliance on Mr Lee's availability, and cater for the unfortunate fact that products often have longer life-spans than their founders.
Early in the development process, research was undertaken to establish which of Mr Lee's characteristics were the active signifiers of his personality that consumers warm to. Once isolated, these would form the basis of the final caricature.
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Other Exemplars
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
Packaging Design: A Brief Perspective
